Domino's Pizza weekly m-commerce sales top £1 million

Monday, April 2, 2012 - 13:23 by Graham Miller

Takeaway firm, Domino's Pizza, has regularly grabbed headlines because of its ability to succeed in the online market, where other firms are only just getting up to speed.

Now it seems that it has taken its success in the arena of safe shopping online and translated it to the m-commerce market as, for the first time in its history, over £1 million in sales was generated over a single seven day period, at the end of March 2012.

In the first three months of the year, Domino's has benefited from a nine per cent sales hike across its business in the UK, up to £144.2 million.

Just over half of all orders for delivery accepted by the company in this period were made via safe shopping online. An impressive 16.4 per cent of its sales were made via m-commerce platforms and it now has seven specific apps designed for various smartphone operating systems, including Android and iOS.

Earlier in the year, it launched an app for Microsoft's Windows Phone software, allowing it to reach even larger numbers of users from all walks of life.

The iPhone application alone has been responsible for £10 million in sales over the past year, which is the equivalent of just over four per cent of all orders made via the web.

At the turn of the Millennium, the relatively obscure nature of e-commerce, meant that the annual revenue generated online for Domino's was just £100,000. In a little over a decade, it has turned this into a million pounds a day, through traditional e-commerce and a million a week, via m-commerce services.

The growth of smartphone ownership and an increased interest in associated m-commerce services will surely drive Domino's forward in the future, as more customers go mobile.